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- Title
FİRMA ÇEVRESİNDE BELİRSİZLİK VE STRATEJİK ESNEKLİK.
- Authors
BERAHA, Aydın
- Abstract
In this study the relationship between environmental uncertainty and strategic flexibility has been examined. This research paper has been fulfilled in four companies, based in Istanbul and operating in small electrical household appliances industry. Semi-structured interview has been used as data collection method. Interviews has been made with the top managers including CEO, plant manager, marketing manager and human resources manager of each company. The research design is multiple case studies. Analysis of the data has been fulfilled by descriptive analysis. Strategic flexibility gained by companies as response to uncertainty has been studied through process flexibility, resource flexibility and strategic options created by production, marketing, and human resources departments. Top managers' perception of uncertainty about the macro environment points to a higher level than the perception of uncertainty regarding microenvironment. According to research results economic, political, technological and sociocultural macro environment factors exhibit comparatively higher level uncertainty than other macro environment factors, in micro environment suppliers, costumers, consumers, substitute goods, and competitors exhibit comparatively high level uncertainty than other micro environment factors. As a result, it was determined that the respondents responded to the perceived environmental uncertainty with varying levels of strategic flexibility. Moreover as a conclusion of their strategy and resources, each firm shows process flexibility, resource flexibility and strategic options at different levels in the production, marketing, and human resources departments.
- Subjects
ISTANBUL (Turkey); HUMAN resources departments; HOUSEHOLD appliances industry; MARKETING executives; SEMI-structured interviews; DATA analysis; CHIEF financial officers; WOMEN chief executive officers
- Publication
Journal of the Institute of Social Sciences Cankiri Karatekin University / Çankırı Karatekin Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2020, Vol 11, Issue 1, p1
- ISSN
1309-3738
- Publication type
Article